Fluent Money Group has announced a brand refresh as part of its growth plans.

In a 12-month period where two new business divisions have been launched – Fluent Bridging and Fluent Protect – and the business saw record trading, the Group is set to bring all its existing business divisions under one trading name.

The businesses of Fluent Money (second mortgages), Fluent Mortgages, Fluent Lifetime (equity release) and Fluent Protect (insurance), Fluent Bridging (bridging loans) will continue to be led by divisional managing directors, operating service areas under a single Fluent brand.

The brand refresh is set to be formally launched under a single group website later in the summer.

Suzanne Aspden, group marketing director, who has been leading the marketing team of seven since joining the business in 2019, said: “It’s been such a phenomenal growth period for the company, demonstrating record trading during the pandemic as well as launching new business areas.

“A key part of our success has been the strength of the Fluent brand and our market presence. In order to support our next phase of growth and achieve our ambitions, bringing the existing businesses under one brand and one website is key.”

Following a tender process in Spring 2021, marketing specialists Moreish were awarded the contract to drive forward the brand refresh and website launch.

Aspden said: “We’re delighted to be working with Moreish, they won the business with an impressive pitch, showing that they had taken time to understand our market and requirements outlined in the RFP. They come highly recommended within our market, as they specialise in financial services, and we’re excited to be working on this project with them.”

Simon Martin, director of Moreish, added: “We’re absolutely delighted to have been selected to work with the Fluent Money Group to help support their incredible growth trajectory. We’ve really been welcomed in as part of the Fluent Money family from day one and are thrilled to be involved in building the halo effect of a single Fluent Money brand and website.”